Andrew Harder - “Emerging Market Research”

transcript

Design Research for Emerging MarketsAndrew Harder

@thevagrant

Relevant, Beautiful and Successful

Why do emerging markets matter?

Growth

GDP growth per capita, 1991 – 2011. Source: World Bank via google.com/publicdata

New consumers

Rama Bijapurkar

Enormous infrastructure improvements

Perfect conditions for disruptive innovations

Design is the translation of social need

Kat Gough

The question therefore isn't so much 'what is design and why does it matter?' but 'how can I use good design to make the world around me better?'

The Design Council

The question therefore isn't so much 'what is design and why does it matter?' but 'how can I use good design to make the world around me better?'

The Design Council

The improving mentality

The Albert Memorial, Kensington Gardens

Source: Empire Marketing Board

"The Great Improvers"

Charles Darwin Ernst Haeckel

Colonial errors:There is a fundamental difference between us and themI have more things and better morals, so I am superior

I can judge them according to my standardsI can see what they need

They need our help

It's not about them. It's about us.

As researchers, our mission is to see the world as our participants see it

Core of Anthropology: Reflexivity

Relevant, Beautiful and Successful

Research notes1. Text-based UIs are not suitable for illiterate users2. Abstract metaphors like envelope for SMS are unsuitable3. Instead, physical interface elements like dials,

exaggerated buttons and information gauges are familiar4. Mechanical world metaphors are more intuitive in this

context5. Most technology in rural India separates controls from

information6. Reselling and repair is common7. Vast majority of phone's features are untouched by non-

literate users, creating a bloated feature set

Creative Direction - SteampunkSteampunk reflects the design and craftsmanship of the Victorian eraRemove the aesthetic of "preciousness" to invite tinkering and exploration

Fallacy 1: Cultures are frozen at a point in time

1: The world plays out in real time

Fallacy 2: They need basic products

Fallacy 2: Their needs are defined by what they lack

What is needed?

Ways to manage illiteracyHelp repairing and maintaining devicesSimple featuresTechnology that feels appropriate and familiar

We live in multiple cultures

2: It's cool to be cool

2: Self-esteem is a very powerful emotion

Aspiration: Not dreaming, doing.

Fallacy 3: Usability is universally important

Buying for power, not comfort

3: In a rapidly changing society, keeping up-to-date is important

Your users want to be smarter, sexier and richer.

Help them.

Source: Empire Marketing Board

Fallacy 4: They aren't rational

"I am worried about the environment. So I take my 4WD off-roading in Tibet to enjoy the environment before it is ruined."

I don’t like the preview of a text message. I don’t want

people knowing what messages I get

Do you put a password on your phone?

Of course not, I don’t want people thinking I have

something to hide

4: Explain novel behaviour as rational response to a different environment

4: Treat contradictions as your failure to understand the situation

Central contradiction in privacy

Phones are private objects

Phones are social objects

Porous privacy

Help me avoid embarrassment

I basically trust my friends

Research toolkit for reflexivity

What do we expect to find when we go?

What does this person want from their phone that you don't want from your phone?

See your actions in historical perspective

Use reflexive tools

Thank you

Andrew Harder @thevagrant